Regardless of whether Google ever actually kills cookies in Chrome, reliable identity signals have gotten ever harder to find across digital platforms. Even when marketers have first-party data, applying it to media can be tough thanks to the questionable quality of third-party data needed to match media placements. A growing number of state privacy laws have restricted marketers’ ability to use sensitive personal data, including race and ethnicity. Marketers are increasingly addressing the problem by collecting as much directly permissioned first-party data as they can or ponying up for shopper and purchase data where it’s available from retailers.
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